JOURNAL OF COMMUNICATION, LANGUAGE AND CULTURE

AI and Human Interpretation of Multilingual Feminist Discourse: A Study of Aurat March Comments

Artificial intelligence is widely used to examine social media discourse; however, its ability to understand complex feminist discourse across various languages has been largely overlooked in the existing scholarship. Utilising AI tools, this study analyses social media discourse on Aurat March which is the most prominent feminist activist moment in Pakistan, to show how an AI-assisted discussion of different cultural frameworks, particularly in the Global South environment, can be useful. This study examines how artificial intelligence (AI) systems interpret multilingual feminist online content. It compares the AI results with human analysis. Human analysis used a framework to evaluate AI outputs against human-coded standards. This approach tracked the incorrect classification of user comments on the Aurat March in Pakistan. This research uses technofeminism and Relational Content Analysis (RCA) to study 450 comments on the Facebook, Instagram, and YouTube pages of the film. A multilingual approach was necessary because users responded to the Aurat March posts in English, Urdu, and Romanised Urdu. The research results clearly distinguish between human and AI interpretations. The AI tool (ChatGPT-5) successfully categorised comments into three different languages; however, it frequently oversimplified sentiment categories and failed to identify rhetorical devices such as sarcasm and humour, while its accuracy decreased when evaluating Roman Urdu and code-mixed content. AI tools can assess sentiment across multiple languages; however, their performance declines in multilingual contexts, especially when they need to analyse code-switching and specific cultural languages such as Roman Urdu. The research suggests that, despite AI's potential, it requires further refinement to effectively handle politically and culturally sensitive discourse in multilingual contexts.

JOURNAL OF COMMUNICATION, LANGUAGE AND CULTURE

Public responses to teacherless classrooms are shaped by specific ideologies of humanity, morality, labour, and educational authority, demonstrating how public responses to teacherless classrooms are shaped by specific ideologies of humanity, morality, labour, and educational authority.

Linguistic Analysis of Media Discourse and Its Role in the Study of the Language of Contemporary Mass Media

This study explores the role of media linguistics in shaping the linguistic norms of contemporary mass media in Kazakhstan, an area that remains insufficiently examined in relation to bilingual media practices, genre variation, and digital communication platforms. It focuses on the influence of global communication trends, digital technologies, and national language policy on linguistic change. The research examines the introduction of English-language borrowings, their adaptation in Kazakh and Russian, and the modification of traditional linguistic structures. These shifts are driven by the widespread use of English-language platforms such as social media (Facebook, Instagram, Telegram), streaming services, and international content formats. The findings show that English loanwords are most common in advertising and news, where there is a need for rapid adaptation to global trends. In contrast, analytical and official publications adhere to traditional linguistic norms, highlighting a balance between formal and informal communication. The study also emphasizes the importance of Kazakhstan’s national language policy in preserving linguistic identity, with measures regulating foreign words in the media to develop sustainable language standards. Digital technologies also shape informal media discourse through memes, hashtags, and hybrid language forms. These changes are particularly evident among younger audiences, who adapt more quickly to language innovations, while older generations tend to be more critical of these shifts. In conclusion, media linguistics proves to be an effective tool for analyzing the intersection of globalization, national identity, and digital transformation, offering valuable insights into the adaptation of linguistic norms amid rapid technological development.

JOURNAL OF COMMUNICATION, LANGUAGE AND CULTURE

A bibliometric analysis of English-language, Scopus-indexed scholarship on cultural bias and ethical concerns in artificial intelligence (AI)-driven communication, covering 1,919 documents published between 2015 and 2025, suggests exponential growth in scholarly output, particularly from 2023 onward.

Understanding Societal Perceptions of AI: An Analysis of Social Media Discourse

This inquiry examines public perceptions of Generative Artificial Intelligence (Gen-AI) via social media discourse, evaluating its cross-sectoral impact alongside attendant ethical, cultural, and behavioral implications. Utilizing a qualitative methodological framework, data were harvested from X (formerly Twitter) through targeted hashtags, including “#GenAI,” “#GenerativeAI,” and “#ChatGPT.” A corpus of 3,489 tweets underwent analysis via sophisticated Natural Language Processing (NLP) techniques, specifically BERT-based sentiment analysis and BERTopic for thematic modeling. The results indicate a prevailing positive sentiment toward Gen-AI, with discourse emphasizing enhanced efficiency, creativity, and innovation. Conversely, negative sentiments focused on misinformation, ethical ambiguity, and the potential erosion of human creativity. Predominant hashtags identified were #GenAI and #ChatGPT, while primary thematic clusters included digital transformation, AI-mediated artistry, agentic AI, cybersecurity, and pedagogical applications. Supplementary analyses of imagery and emojis corroborated a largely optimistic tone. This research highlights the dualistic nature of Gen-AI as both a driver of productivity and a catalyst for systemic risks, such as technological dependency and threats to academic integrity. Consequently, the findings advocate for the implementation of comprehensive governance frameworks, AI literacy programs, and design paradigms that uphold human agency while ensuring the responsible integration of AI technologies.

JOURNAL OF COMMUNICATION, LANGUAGE AND CULTURE